“distributed framing” in social movements

This paper focuses on the social media presence of Black Lives Matter (BLM). Specifically, we examine how social media users interact with BLM by using hashtags and thus modify the framing of the movement. We call this decentralized interaction with the movement “distributed framing”. Empirically, we illustrate this idea with an analysis of 66,159 tweets that mention #BlackLivesMatter in 2014, when #BlackLivesMatter becomes prominent on social media. We also tally the other hashtags that appear with #BlackLivesMatter in order to measure how online communities influence the framing of the movement. We find that #BlackLivesMatter is associated with five types of hashtags. These hashtags mention solidarity or approval of the movement, refer to police violence, mention movement tactics, mention Ferguson, or express counter-movement sentiments. The paper concludes with hypotheses about the development of movement framings that can be addressed in future research.